Despite growing interest in sustainable eating, many Dutch consumers hold misconceptions about plant-based foods. A recent study commissioned by Upfield, involving 1,097 adults, highlights these myths. For instance, 29% believe plant-based alternatives to meat, fish, or dairy are always highly processed, while 28% think such diets are difficult or more expensive than meat-heavy ones. Other concerns include iron deficiency, low energy, and incompatibility with sports.
The study also reveals confusion around healthy fats: 48% can't distinguish between saturated and unsaturated fats, 21% think saturated fats lower cholesterol, and 39% believe butter offers significant health benefits.
Top 10 Myths About Plant-Based Eating
As the Netherlands shifts toward more vegetable proteins, persistent myths persist:
• Vegetable alternatives to meat, fish, or dairy are always highly processed (29%)
• A plant-based diet is difficult (28%)
• A plant-based diet is more expensive than a meat-based diet (28%)
• A plant-based diet is monotonous (22%)
• A plant-based diet leads to iron deficiency (21%)
• A plant-based diet provides not enough energy (19%)
• A plant-based diet is not compatible with (top) sports (18%)
• Vegetable meals are not filling (13%)
• Vegetable food has no taste (9%)
1 in 4 Dutch Consumers Never Check Ingredient Labels
Focusing on margarine—a staple in Dutch kitchens for 150 years—74% keep it in their fridge, yet 43% don't know its composition. 34% wrongly think it's made from milk, and 21% believe butter is plant-based. Negative views on processed foods contribute: 33% assume they always contain unnecessary additives, and 45% think they have artificial ingredients. Nutrition info comes mostly from the internet (37%) and TV cooking shows (30%), ahead of the Nutrition Center (27%). Notably, 24% rarely check product labels.
Healthy Fats vs. Unhealthy Fats
This knowledge gap impacts health choices. 48% are unsure about saturated vs. unsaturated fats; 20% believe saturated fats reduce cholesterol; 26% think all margarine has harmful trans fats; and 51% assume butter has fewer unhealthy fats. In reality, trans fats occur naturally in animal products like meat, cheese, and butter.
For a Better Environment
While 82% prioritize eco-friendly food choices, knowledge barriers remain. 56% don't know if margarine or butter has a lower climate impact. "The difference is stark," notes Marleen Koning, Communications Manager at Upfield. "Our plant-based margarines and spreads cut carbon footprints by 70% on average, use two-thirds less land yearly, and half the water compared to dairy."1 Greater awareness could drive change: 60% would switch to margarine if aware of its environmental edge.
